OOH advertising in the UK has reported growth of 4.4% in Q3, totalling £376.6m, according to industry trade body, Outsmart.
Notably, classic OOH overtook DOOH, reporting 6.5% growth compared to digital’s 3.3%, signalling a departure from the predominant trend of digital growth.
Digital’s share of revenue still remains broadly static at 67%.
This marks a significant difference from Q2, where ad revenue fell by 1.2% to £350.4m.
Both digital and classic OOH saw declines in Q2, at 0.7% and 2.2% respectively.
Year-on-year, the UK OOH sector has grown by 1.4% with both digital and classic showing a 1.4% rate of growth compared to Q3 2024.
Justin Cochrane, chair of Outsmart, said: “A strong third quarter for Out of Home demonstrates advertisers’ continued demand for the flexibility and scale it offers.”
In March, Outsmart called on the Government to support growth in the sector by removing business rates on social infrastructure and extending express planning consents.
OOH ad revenue hit a record high in 2024, reaching £1.4bn — a 7.7% year-on-year increase.
The latest Advertising Association/Warc Expenditure Report upwardly revised its forecast for OOH adspend for 2025 to 3.1%, led by growth of 3.7% for digital OOH.
The figures for this report were collated by PwC.
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